Decoding Promises and Perceptions: A Reflexive Thematic Analysis of the Online Presentation of Noninvasive Prenatal Testing (NIPT) in Top U.S. Brands

Abstract

Due to recent news coverage of noninvasive prenatal testing (NIPT) technology, in combination with an increase in political rhetoric around women’s reproductive health and choice, I explore how language is used for promotional materials of the top 10 NIPT brands in the U.S. and convey dominant/hegemonic messages of comfort, confidence, and trustworthiness despite concerns about NIPT technology. A reflexive thematic analysis showed patterns of reliance on discourses on motherhood, parenting, and reproduction to advertise products and, conversely, a lack of the “full picture” of prenatal testing on company websites. From these results, we can gather that the potential interpretation of the website language could have more significant implications, like the premature termination of pregnancies, the increased chance of depression, and over-reliance on health information listed on the Internet. Ultimately, the language on NIPT company websites may influence decision-making and reinforce the more “powerful” messages that could potentially harm women.

Keywords:

• Internet
• language
• motherhood
• NIPT
• noninvasive prenatal testing
• parenting
• powerful organizations
• reproductive ethics
• trust
• women’s health

Acknowledgments

Thank you, Dr. Amanda Cote, for your mentorship and editing of this project.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 It is important to note that in the context of this research, the term “women” refers specifically to those who can bear children. I recognize outside of the context of the research the term “women” is a contentious one and former reproductive criteria used to establish biological sex is under negotiation.

2 Invasive tests refer most commonly to chorionic villus sampling and amniocentesis, both of which diagnose chromosomal anomalies by amniotic fluid cell analysis. In other words, these approaches remove and test a small sample of cells from amniotic fluid surrounding the fetus in the womb (Simpson, 2012). Non-invasive tests, on the other hand, do not involve contact with the fetus or placenta, relying instead on external processes like an abdominal ultrasound or a blood draw from a mother’s arm to analyze fragments of the baby’s DNA found circulating in a pregnant person’s blood. Non-invasive tests are unrelated to the chance of miscarriage, unlike invasive tests (Simpson, 2012).

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Megan Denneny

Megan Denneny, ([email protected]) is a PhD candidate at the University of Oregon’s School of Journalism and Communication, conducts interdisciplinary research at the intersection of health, communication, ethics, and technology. Her dissertation investigates how strategic communication can influence perinatal health decision-making.